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Nutritional Supplements in the U.S., 4th Edition


Attention: There is an updated edition available for this report.

Fears about the recession dampening the nutritional supplement business have not been realized. Indeed, if anything, the market appears to have benefited from the economic uncertainty, since supplements stack up well against expensive prescription medications and possibly preventable medical procedures, especially as healthcare costs continue to soar. Accordingly, consumers are turning to supplements as a more affordable way to stay healthy, and even cash-strapped consumers used to taking supplements have been reluctant to eliminate them from their lifestyle regimens. At the same time, older Americans are significantly more likely to integrate supplements into their daily lives, and as the massive Baby Boomer population ages the supplement industry continues to widen its customer base. With these favorable winds at its back, the market has progressed steadily from 5.5% annual growth in 2007 to 6.5% in 2008 to 7.5% in 2009, bringing U.S. retail sales to $9.4 billion in 2009.

This fully updated Packaged Facts report examines the U.S. market for nutritional supplements sold to consumers through the full retail spectrum, including vitamins, minerals, herbals, homeopathics and combination products. The report provides extensive retail sales breakouts, past and future, along with a thorough examination of market drivers, the competitive situation, marketer and brand shares, marketing trends, and consumer trends. Special features include a discussion of competition from nutraceutical foods and beverages based in part on Packaged Facts’ own consumer polling, and in-depth coverage of condition-specific products in myriad segments including joint, calcium, children’s, eye, energy, heart, men’s, women’s, brain, digestive and cosmetic.

Using SymphonyIRI Group data, the report quantifies sales and marketer/brand shares across four categories (General Supplements, Multivitamins, 1 & 2 Letter Vitamins, and Liquid Vitamins), while Experian Simmons national survey data for 2010 form the basis of a thorough examination of product and brand penetration levels, while also exploring consumer attitudes toward nutritional supplements vis-à-vis related trends such as preventive healthcare and healthy eating. The report also quantifies new product introductions using data from Datamonitor’s Product Launch Analytics service, details trends in private label, and pinpoints key competitive thrusts among myriad market players.


Market Insights: A Selection From The Report


Walmart Draws the Most Supplement Shoppers

Walmart, the unavoidable behemoth of the consumer packaged goods retail landscape, practically exists as its own channel, and as such, more consumers buy their supplements from the Arkansas-based retailer than any other single channel. A Packaged Facts Internet survey conducted in May and June 2010 found that 63% of the 1,881 adults polled had taken nutritional supplements in the last 12 months, and of that group, 43% had purchased supplements at Walmart. Meanwhile, 18% of shoppers chose to purchase supplements at a warehouse store like Sam’s Club (owned by Walmart), Costco, or BJ’s Wholesale; while the other major mass merchandisers—Target, Meijer and Kmart—collectively attracted 17% of supplement shoppers.

Direct and Online Sales Enticing Supplement Sellers

According to Packaged Facts’ May/June 2010 online consumer poll, 26% of supplement users have purchased vitamin, mineral, or supplement products online in the last 12 months. And while only 4% of consumers bought supplements through the practitioner channel and 3% bought them from a multi-level marketing salesperson, the importance of these channels should not be overlooked. The combined nutrition industry direct-sales channels—which include Internet sales, catalog sales, TV-based sales, sales from multi-level marketers, and others—increased 7% per year on average during the 10-year period between 1999 and 2008, according to the Nutrition Business Journal. Because of the promise of a wider audience, direct-sales channels are looking enticing to nutritional supplement makers who sell through retail channels. These makers also often chafe at the limitations big-box retailers place on their businesses, such as pricing and distribution arrangements, in accepting and carrying their products.

Multivitamins Category a Two-Horse Race

The multivitamins category is pretty much a two-horse race in SymphonyIRI-tracked outlets, with Wyeth (Centrum) and Bayer (One-A-Day) continuing to run way out front. In years past, Wyeth had a comfortable lead over Bayer. But as of April 2008 that lead had dwindled to a few percentage points, with Wyeth at a 26.0% share of category sales ($185 million) and Bayer having climbed to a 22.4% share ($159 million), according to Packaged Facts’ 2008 edition of this report (which presented mid-year data). During full-year 2009, that lead narrowed even more, with Wyeth at a 25.0% market share ($194.3 million) and Bayer just one percentage point behind, at 24.0% ($186.4 million).

Wyeth’s Centrum lineup includes one double-digit market share product, Centrum Silver (13.9%), whose sales increased 9.5% during 2009. But none of its other major offerings did well in the year and most lost ground, including the Dora the Explorer version of Centrum Kids, which dropped 54.0%.

In the News

Boomers and Health Conscious Consumers Sustain U.S. Market for Nutritional Supplements

New York, August 30, 2010 — Whereas the world’s economic problems have hit many industries hard, the nutritional supplement business has proved resilient on the strength of spending by the aging Baby Boomer population and other health conscious consumer cohorts who favor supplements as an affordable way to stay healthy compared to costly prescription drugs and preventable medical procedures, according to Nutritional Supplements in the U.S., 4th Edition by market research publisher Packaged Facts.

“Part of the resiliency of nutritional supplements during this trying economic period stems from the fact that Americans are losing confidence in their ability to pay for healthcare, even as the economy shows signs of turning around,” says Don Montuori, publisher of Packaged Facts. “Compared to doctors visits, hospital stays, and prescription drugs, nutritional supplements can be a bargain.”

Packaged Facts estimates U.S. retail sales of nutritional supplements exceeded $9 billion in 2009, up 8% over 2008 sales. From 2005 to 2009, the market grew by a total of 26%, fueled by growing consumer awareness about health maintenance, in addition to pressure by the media and government to enforce product accountability.

This shift toward an increasingly health conscious attitude, along with the supplement industry’s move towards more science-based claims and various other efforts to shore up its credibility, will help push nutritional products further into the mainstream. Despite the weak economy, the prevailing needs of Boomers and seniors should also help to protect the market from any serious downturn. As a result, Packaged Facts forecasts annual sales growth in nutritional supplements will gradually improve over the new few years and sales will exceed $13 billion in 2014, yielding a compound annual growth rate of 7%.

Nutritional Supplements in the U.S., 4th Edition examines the U.S. market for nutritional supplements sold to consumers through the full retail spectrum, including vitamins, minerals, herbals, homeopathics and combination products. The report provides extensive retail sales breakouts, past and future, along with a thorough examination of market drivers, the competitive situation, marketer and brand shares, marketing trends, and consumer trends. Special features include a discussion of competition from nutraceutical foods and beverages based in part on Packaged Facts’ own consumer polling, and in-depth coverage of condition-specific products in myriad segments including joint, calcium, children’s, eye, energy, heart, men’s, women’s, brain, digestive and cosmetic.

About Packaged Facts - Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services.

Additional Materials


Tapping Into Format Opportunities
SupplySide West - October 2010

As the variety of food, beverage and nutraceutical options continues to grow, consumers are increasingly expecting more from all of their product choices. David Sprinkle, Packaged Facts, noted consumer preferences continue to evolve in selecting nutraceuticals and functional products, opening up opportunities for marketers and posing challenges for product developers. Sprinkle spoke briefly with Heather Granato, Virgo Publishing, in October 2010 during SupplySide West in Las Vegas, offering a historical perspective on the evolution and tips on what to expect in the coming years.

He detailed what could be considered the food and nutraceutical continuum, spanning from dietary supplements to functional foods to whole foods and even super foods. As the idea of supplementation has become increasingly central to people’s food choices, shoppers are willing to choose many types of products for their positive health effects. “Even though there is and could be an ideological battle between natural foods and whole foods and supplements, there’s really not in the minds of consumers," Sprinkle said. “Good things are good for you and more is more." Instead, he sees greater expectations among consumers that even packaged foods should offer some enhanced benefits, which could leave standard products on the shelves. As for what is on the horizon, he said functional foods may be able to gain additional market share from the supplement market as consumers are increasingly willing to buy in to a new dosage method for a health benefit.

  • Executive Summary
    • Scope & Methodology
      • Scope of Report
      • Mass-Market Product Classifications
      • Report Methodology
    • The Market
      • U.S. Retail Sales on the Ups
      • Mass-Market Sales Accelerate
      • General Supplements Dominate Mass-Market Sales
      • Modest Growth in Condition-Specific Products
      • Supercenters/Mass Merchandisers Lead in Supplement Sales
      • Macro Trends
      • Consumers Sticking with Nutritional Supplements
    • The Marketers
      • Competitive Overview
      • Natural Product Marketers
      • Direct Marketing Companies
      • Multi-Level Marketers
      • Practitioner Channel on the Rise
      • Private-label Share Stagnant
      • Pharmavite and NBTY Lead the Market
    • New Product Trends
      • Supplement Introductions Bouncing Back
      • Dietary Themes Sell Supplements
      • Market Leaders in New Product Entries
      • Macro Trends
    • Consumer Trends
      • Between 57% and 63% of Adults Use Supplements
      • Vitamin D Riding High
      • Top Brand Lines Are Multivitamins
      • Faith and Doubt on Supplement Efficacy
      • Forgetting to Take Their Pills
      • Age Is Leading Demographic Indicator
      • The Gender Gap
      • Supplement Socio-Economics
  • Introduction - Highlights
  • Introduction
    • Market Definition
      • Scope of Report
      • Product Categories and Classifications
      • Vitamins
      • Minerals
      • Supplements
      • Mass-Market Product Classifications
      • Combination Formulas
      • Other Product Classifications
      • Synthetic vs. Natural
      • Demographic Segmentation
      • Delivery Systems
    • Industry Regulation
      • FDA and DSHEA Oversee Supplements Industry
      • The Nutrition Labeling and Education Act (NLEA)
      • Qualified Health Claims
      • RDAs, RDIs, DRVs and DVs
      • Congress Passes Adverse Event Reports (AER) Bill
      • The Dietary Supplement Health and Education Act
      • DSHEA Remains FDA Focus, Evolves
      • FDA Enforces Good Manufacturing Practices for Dietary Supplements
      • More Regulation on the Horizon
      • CRN Spearheading Industry Self-Regulation
  • The Market - Highlights
  • The Market
    • Market Size and Growth
      • U.S. Retail Sales Top $9 Billion in 2009
        • Table U.S. Retail Sales of Nutritional Supplements, 2005-2009 (in millions of dollars)
      • Mass-Market Sales Accelerate
        • Table SymphonyIRI-Tracked Sales of Nutritional Supplements, 2008-2009 (in millions of dollars)
      • Liquid Supplements Provide a Jolt, General Supplements a Baseline
        • Table SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (in millions of dollars)
        • Table Annual Dollar Growth/Decline in SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (in millions of dollars)
        • Table Annual Percentage Growth/Decline in SymphonyIRI-Tracked Sales of Nutritional Supplements: By Product Category, 2008-2009 (percent)
    • Market Composition
      • General Supplements Dominate Mass-Market Sales
      • Modest Growth in Condition-Specific Products
        • Table Condition-Specific Supplement Share of SymphonyIRI-Tracked Sales, 2008-2009 (in millions of dollars and percent)
      • Calcium and Joint Supplements Falling
      • Children's Supplements Robust
      • Healthy Eyes and Healthy Hearts
      • Women's Supplements Gaining on Men's
      • Brain and Energy Supplements Losing Vigor
      • Digestive Gains Big While Cosmetic Supplements Slip
        • Table SymphonyIRI-Tracked Sales of Condition-Specific Supplements: By Type, 2008-2009 (in millions of dollars)
        • Table Share of SymphonyIRI-Tracked Sales of Condition-Specific Supplements: By Type, 2008-2009 (percent)
      • Another Look at Nutritional Supplement Category Sales
      • Herbal Supplements Going Strong
      • Supercenters/Mass Merchandisers Lead in Supplement Sales
      • Walmart Draws the Most Supplement Shoppers
        • Table Percentage of Consumers Purchasing Vitamin/Mineral/Supplement Products by Channel, May/June 2010 (percent)
    • Market Outlook
      • Macro Trends
      • Consumers Sticking with Nutritional Supplements
      • A Supplement a Day Keeps the Doctor Away
      • Supplements' Public Image Always an Issue
      • A Growing Part of the Economy
        • Table U.S. Out-of-Pocket Costs for Complementary and Alternative Medicine, 2007 (adults age 18 and over; in billions of dollar and percent)
      • Competition from Functional Foods
      • The Natural/Organic Connection
      • Aging Baby Boomers an Underpinning Market Force
        • Table Number of Adults Using Nutritional Supplements: By Generational Cohort, 2010 (percent of total U.S. adult users)
        • Table Projected U.S. Population by Age Bracket, 2010-2020 (in thousands)
    • Looking Ahead
      • Nutritional Supplements Not Immune to Economy
        • Table New Vitamin and Mineral SKUs, 2005-2009
      • Projected Market Growth
        • Table Projected U.S. Retail Sales of Nutritional Supplements, 2009-2014 (in millions of dollars)
      • Healthcare Bill Expected to Help Industry
      • Science Pushing Out Snake Oil
      • Integrative Pharmacies: A New Type of Supplement Retailer
  • The Marketers - Highlights
  • The Marketers
    • Competitive Overview
    • Recent Mergers & Acquisitions
      • Carlyle Group Purchases NBTY
      • Sanofi-Aventis Purchases Chattem
      • Atrium Takes Over Garden of Life
      • Practitioner Marketer Makes for Appealing Acquisition
    • Supplement Companies Help Relieve IPO Drought
    • Natural Product Marketers
    • Direct Marketing Companies
      • Direct and Online Sales Enticing Supplement Sellers
      • Online Sales at 3% of Revenue for GNC
      • Direct Mail Works for Nutritional Supplements
    • Ups and Downs of Multi-Level Marketers
    • Practitioner Channel on the Rise
    • Retailers Benefit from Private-Label Offerings
      • Private-label Share Stagnant
        • Table SymphonyIRI-Tracked Sales of Private-Label Nutritional Supplements by Category: 2007 vs. 2009 (in millions of dollars)
    • Category Cross-Over and Line Extensions
    • Consumer Advertising Themes and Promotions
      • Eco-Credibility
      • Traceability
      • Celebrity Endorsements
      • Web 2.0
    • Trade Support
    • The Retail Channel Classroom
    • Natural Grocers Continue to Extend Reach
    • GNC and Vitamin Shoppe Coming on Strong
      • Table The U.S. Market for Nutritional Supplements: Selected Leading Marketers and Brands, 2009
    • Marketer and Brand Shares
      • Methodology
      • Pharmavite and NBTY Lead the Market
      • NBTY Leads in General Supplements
      • Multivitamins Category a Two-Horse Race
      • Pharmavite, Private Label Dominate in 1 & 2 Letter Vitamins
      • Liquid Supplements Category Highly Fragmented
        • Table Top Twenty Marketers of Nutritional Supplements by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        • Table Top Fifteen Nutritional Supplement Brands by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        • Table Top Marketers and Brands of General Supplements by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        • Table Top Marketers and Brands of Multivitamins by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        • Table Top Marketers and Brands of 1 & 2 Letter Vitamins by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
        • Table Top Marketers and Brands of Liquid Vitamins by SymphonyIRI-Tracked Dollar Sales and Market Share, 2008-2009 (in millions of dollars and percent)
    • Focus on Condition-Specific Products
      • Condition-Specific Products Charting Healthy Growth
        • Table SymphonyIRI-Tracked Dollar Sales and Market Share of Condition-Specific Products by Type, 2008-2009 (in millions of dollars and percent)
      • Osteo Bi-Flex on Top in Joint Health Supplements
        • Table Joint Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Citracal No. 1 in Calcium Supplements
        • Table Calcium Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Children's Supplements Led by Bayer's Flintstones
      • Bausch & Lomb Dominates in Eye Care Supplements
        • Table Children's Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
        • Table Eye Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • NBTY's Q-Sorb Out Front in Heart Health Supplements
        • Table Heart Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • One-A-Day a Strong No. 1 in Men's Supplements
        • Table Men's Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Women's Supplements Target Menopausal and Prenatal Health
        • Table Women's Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Consumers Aren't Looking for Energy in Supplements
        • Table Energy Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Digestive Health Supplements Going Strong
        • Table Digestive Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Cosmetic Supplements Down
        • Table Cosmetic Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
      • Sales Trending Down in Brain Health Segment
        • Table Brain Supplements: SymphonyIRI-Tracked Sales and Segment Share, 2008-2009 (in millions of dollars and percent)
  • New Product Trends - Highlights
  • New Product Trends
    • Supplement Introductions Bouncing Back
      • Table Number of Vitamin and Mineral New Product Reports and SKUs, 2005-2010
    • Dietary Themes Sell Supplements
      • Table Top Package Tags/Claims for New Vitamin and Mineral Products, 2005-2009 (number)
      • Table High-Growth Nutritional Supplement Package Tags/Claims: 2009 vs. 2005 Increase (number)
    • Market Leaders in New Product Entries
      • Table Number of Nutritional Supplement Launches by Company, 2008-2010
    • Macro Trends
    • Trends in Joint Supplements
    • Heart Health Supplements Going Strong
    • Aiming for the Gut
    • Omega-3s Still Have Mileage
    • Brain Boosters
    • Eye Care Supplements Lean on Scientific Support
    • The Oral Angle
    • Seeking Immunity
    • Supplements for Sleep
    • Targeting Specific Diseases and Conditions
      • Diabetes
      • Bariatric Patients
      • Tinnitus
      • ADHD
    • "Beauty from Within" Seeming Homely
    • Alternate Delivery Systems Tout Efficacy, Novelty
      • Powdered Supplements
      • Gummies and Gels
      • Oral Strips
      • Lip Balm
    • Up-and-Coming Ingredients
      • Vitamin D
      • Resveratrol
      • Superfruits
  • Consumer Trends - Highlights
  • Consumer Trends
    • Introduction
      • Notes on Experian Simmons Data
      • Between 57% and 63% of Adults Use Supplements
      • Vitamin D Riding High
      • Top Brand Lines Are Multivitamins
        • Table Overview of Nutritional Supplement Usage, 2010 (percent and number of U.S. adults) Demographics Number (000) Percent
    • Consumer Psychographics
      • Faith and Doubt on Supplement Efficacy
      • Forgetting to Take Their Pills
      • Supplement Users Proactive About Healthcare
      • Stronger Skews for Specialized Products
      • A Taste for Alternatives
      • Branded vs. Private Label
        • Table Psychographic Indicators for Nutritional Supplement Users, 2010 (percent and index of U.S. adults)
        • Table Attitudes Toward Product Efficacy Among Nutritional Supplement Users, 2010 (percent of U.S. adults)
        • Table Overall Psychographic Indicators for Daily Users of Nutritional Supplements, 2010 (number and percent of U.S. adults)
        • Table Top Psychographic Indicators for Nutritional Supplement Usage by Product Type, 2010 (index of U.S. adults)
        • Table Top Psychographic Indicators for Nutritional Supplement Usage by Brand, 2010 (index of U.S. adults)
    • Consumer Demographics
      • Age Is Leading Demographic Indicator
      • 40% of Supplement Users Are Boomers
      • Usage Edges Up in Age Brackets
      • The Gender Gap
      • Supplement Socio-Economics
      • Patterns by Product Type
      • Patterns by Brand Line
        • Table Nutritional Supplement Usage: Overall Demographic Patterns, 2010 (percent, number and index of U.S. adults)
        • Table Percentage of Adults Using Nutritional Supplements: By Age Bracket, 2006 vs. 2010 (U.S. adults)
        • Table Percentage of Adults Using Nutritional Supplements: By Age Bracket, Men vs. Women, 2010 (U.S. adults)
        • Table Indices for Adult Use of Nutritional Supplements: By Educational Attainment and Household Income, 2006 vs. 2010 (U.S. adults)
        • Table Demographics of Those Using Nutritional Supplements Once or More Daily, 2010 (percent, number and index of U.S. adults)
        • Table Top Demographic Indicators for Nutritional Supplement Usage by Product Type, 2010 (percent and index of U.S. adults)
        • Table Demographic Indicators for Nutritional Supplement Usage by Brand or Brand Line, 2010 (percent and index of U.S. adults)
  • Addresses of Selected Marketers

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